3 copywriting secrets to sell information on the internet

Happy Wednesday! Selling information is one of the most profitable things you can do on the internet.

The costs are low but the margins are high.

Folks like Matt Gray and Justin Welsh generate millions of dollars in revenue per year at 70%+ profit margins.

It’s a lucrative business model.

And today, I’m going to reveal the 3 copywriting secrets to selling information on the internet successfully.

Let’s dive in.

Read time: 1 minute and 51 seconds

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Secret #1: Desired Outcome

The first secret to selling information on the internet is the outcome you’re promising to the customer.

People only buy information for two reasons:

• To move away from a pain (like being broke)

• To move toward an unfulfilled desired (like getting six-pack abs)

That’s it.

And the more “downstream” you can go with the desired outcome — meaning the closer you can get to promising what they ultimately want — the more you’ll sell.

For example, let’s say you teach coaches & consultants how to write compelling content for social media.

What outcomes do they want?

• Daily content published

• Likes

• Comments

• Followers

• Newsletter subscribers

• Applications

• Sales calls

• Clients

Your product can help them achieve all of these things.

But what they want most is clients.

So in copywriting, your job is to position what you’re selling as close to that as possible without making a promise you can’t keep.

Secret #2: Unique Mechanism

The next secret is what’s called a “unique mechanism.”

This is the proprietary system, method, technique, approach, or framework you’ve developed to help them achieve the outcome.

Sticking with the example above, your content product might be based on your W.R.I.T.E framework (I’m just making this up), where each letter stands for a step in the process you teach.

Unique mechanisms have multiple benefits:

• They create intrigue

• They differentiate your product

• They make the outcome feel more achievable

• They explain why the prospect has failed in the past

If you’re creating an information product or writing copy to sell one, take the time to come up with a unique mechanism.

Secret #3: Fascinations

The 3rd and final secret is what are called “fascinations.”

These are bullet points written to tease specific reveals, insights, or takeaways inside the product and create maximum curiosity.

Here’s an example:

See how that works?

Each fascination teases a reveal without giving away exactly what it is.

They even include the page numbers.

This is a common technique to ramp up the curiosity even more.

You can do the same thing with modules and time-stamps if you’re selling a video course.

Putting It All Together

If you’re looking to sell information on the internet, focus on these 3 things:

• Desired outcome

• Unique mechanism

• Fascinations

That’s it.

Thanks for reading.

See you next week.

Jim Hamilton